Lattice Engines yesterday released a new version of its big data analytics platform, Lattice salesPRISM, with new capabilities that combine social data with the predictive power of big data.

The new release of Lattice salesPRISM greatly expands the cloud-based platform's use of social information. salesPRISM continually monitors social data allowing for a comprehensive understanding of trending activities such as posts, job listings or firmographic data. By combining it with other big data and proprietary data sources and applying predictive analytics, salesPRISM directs sales and marketing to the leads with the greatest propensity to buy.

Key features of Lattice salesPRISM include the following:

Sales and marketing-relevant social information: The Lattice Social Activity Index collects and reports on changes in social activity over time, such as hiring activity or post activity. The Index not only includes social presence, but recency and frequency to determine which companies are most socially active over time.

Sales and Marketing Alignment using Predictive Analytics: salesPRISM aligns sales and marketing by providing a common view of a customer's likelihood to buy and of which leads should be passed back to marketing for further nurturing using advanced, predictive analytics.

Laser-accurate leads through the combination of big data and social data: salesPRISM combines internal and external big data, including social and proprietary data sources, to derive complete prospect profiles, including office locations, international presence. and new hires.

"Social sentiment is of limited value to sales, or even worse, misleading on its own," said Shashi Upadhyay, CEO of Lattice Engines, in a statement. "The days of sales reps wading through volumes of social information and coming away with just sentiment are over. Knowing a prospect's social activity over time and how it relates to other occurrences is what delivers actionable leads."

The Lattice salesPRISM big data analytics platform is available today. The Lattice Social Activity Index feature will be available in the third quarter of this year.